A wise-cracking family of game-show freaks stars in Saatchi and
Saatchi’s launch campaign for the interactive television company, Two
The campaign is backed by an initial spend of pounds 3 million, starting
in the Central TV area on Saturday. It is set to roll out nationally
later this year as the interactive service goes nationwide. Two Way TV
claims it plans to spend up to pounds 20 million over the next 15
months, as the TV work is supported by posters, press and below-the-line
Two Way TV, one of two interactive television companies launching
nationally this spring, uses set-top boxes and handsets to allow viewers
to participate in game shows.
The TV commercials open on a family in an electrical retailers, who have
been button-holed by a salesman trying to sell them Two Way TV. The
family respond as though it were a game show, putting the beleaguered
salesman off his stride until he slips into the role of gameshow
To background music reminiscent of the hit quiz show, Take Your Pick,
the salesman and family spar with each other verbally until a sale is
made and the family walk off with their prize - Two Way TV.
Directed by Paul Weiland through Paul Weiland Films, the TV commercials
were put together by Saatchi and Saatchi creatives, and overseen by the
joint creative directors, John Pallant and Matt Ryan.
The spots will top and tail ad breaks in game shows such as Family
Fortunes and the Price is Right. Airtime has been bought and planned by
Optimedia so that a 40-second ad will begin each break, followed by a
ten-second slot that explains which programmes the viewer can
participate in at the end.
The Two Way TV system has been on trial in Birmingham for a year, while
its rival, OK TV, has been running trials in the STV and Grampian
regions since last October.